Briefed to create an identity for a joint venture between two established finance companies. Brand recognition and customer sentiment research led us to select the well established UBank to be the visual brand identifier and build on existing brand value. The current UBank logo was incorporated into the new design and the same letterforms adapted to maximise brand recognition. The design had to communicate the digital-first and personal nature of the product. The existing UBank ‘fingerprint’ logo element was integrated into a lockup that referenced touch ID and fingerprint scanner iconography and app design.

This resulted in a clean and modern design that maximised brand recognition while communicating a digital and personal service. The vibrant new look was rolled out into a corporate identity, as well as the web portal. It made quite the impact and stood out in an already saturated market.